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Itty London

Itty London's new collection is mainly for girls from 2 to 12 years, but babies haven’t been forgotten either. Itty is very much designed to be something special, enjoyable and comfortable to wear, made from soft jacquards, damasks, chiffons, crisp cotton poplins, denims and knits in soft pastel colours.

Winning the Prince of Wales Award as a student started Paula Finnerty on a journey in the children’s wear industry that lasted over 20 years. During that time she founded the Little Darlings stable of children’s wear brands, which included Little Darlings, Baby Darlings, Sulk, Hamilton, Lily Rio and Young Biggles. She also supplied clothing to the young Prince’s William and Harry, a host of celebrities and was responsible for the state wardrobe of a Thai princess!

With the business flourishing in the 90’s, the time came to expand, which led to Little Darlings becoming a division of William Baird PLC, a major fashion business with a turnover in excess of £750 million.

Having achieved her ambitions in the children’s wear industry, Paula left Little Darlings in 2007 to take a break and look for inspiration elsewhere. Since then amongst other things she has been a business angel, renovated a rambling house in Northamptonshire, founded a successful digital marketing agency and has recently been designing interiors for her new development of apartments in the Swiss Alps!

Despite these further achievements however, Paula’s passion for kids wear has taken her back to the children’s wear industry for Spring Summer 2016 with her new brand Itty London, which is lovingly made and designed using the experience of 20 years in the industry and a passion for children and children’s clothing.

To start again is a wonderful experience and new challenge for Paula.

Winning the Prince of Wales Award as a student started Paula Finnerty on a journey in the children’s wear industry that lasted over 20 years. During that time she founded the Little Darlings stable of children’s wear brands, which included Little Darlings, Baby Darlings, Sulk, Hamilton, Lily Rio and Young Biggles. She also supplied clothing to the young Prince’s William and Harry, a host of celebrities and was responsible for the state wardrobe of a Thai princess!

Despite these further achievements however, Paula’s passion for kids wear has taken her back to the children’s wear industry for Spring Summer 2016 with her new brand Itty London, which is lovingly made and designed using the experience of 20 years in the industry and a passion for children and children’s clothing.

To start again is a wonderful experience and new challenge for Paula.

The new collection is mainly for girls from 2 to 12 years, but babies haven’t been forgotten either. Itty is very much designed to be something special, enjoyable and comfortable to wear, made from soft jacquards, damasks, chiffons, crisp cotton poplins, denims and knits in soft pastel colours.

Different looks within the collections can be dressed up for special occasions such as weddings and parties, with large fascinators and coordinating trench coats. Or dressed down to be smart-casual for holidays with denim separates, clever accessories and for Glastonbury, of course, a pair of muddie wellies!

Itty London is an exciting new collection, and if Paula’s last children’s wear experience is anything to go by, it will be the start of a wonderful new journey in the children’s wear industry making little girls and babies feel pretty and special for many years to come!

Different looks within the collections can be dressed up for special occasions such as weddings and parties, with large fascinators and coordinating trench coats. Or dressed down to be smart-casual for holidays with denim separates, clever accessories and for Glastonbury, of course, a pair of muddie wellies!

Itty London is an exciting new collection, and if Paula’s last children’s wear experience is anything to go by, it will be the start of a wonderful new journey in the children’s wear industry making little girls and babies feel pretty and special for many years to come!